There are several things we do to increase a website's rankings: optimizing the content (text) of the site, which includes editing and adding text and links, editing the site's title and meta tags - which is code that the search engines pick up on, and also getting links on other websites that point to the website we're achieving results for. We will devise a strategy that will result in improved rankings over several weeks. In many cases, this foundational work is enough. In some cases, more work is needed, in which case we devise a 6 or 12 months strategy with our client.
One key thing to keep in mind - rankings improve over time, and results can never be immediate. Done properly, however, the site we're working for will achieve high rankings for many different key words.
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